Unit 1 - Week 1: Strategic Brand Management process, Brand Architecture

Case study
CASE 1:
Suppose you are the brand manager of Arvind. The company has decided to introduce
traditional Indian clothing range for women. Chalk out a plan for how you will brand this new
offering.
Things to consider:
· How will you name this brand offering? List at least two ideas.
· For the above 2 ideas, where will this new offering be placed in your existing brand
portfolio?
· What are the internal strengths and weaknesses you currently have for introducing these?
· Who would your competitors be?
Do you think you might have been better-off introducing this offering if you were the brand
manager of Raymond?
CASE 2:
Suppose you are the brand manager of Madura Garments. The company has decided to
introduce traditional Indian clothing range for women. Chalk out a plan for how you will brand
this new offering.
Things to consider:
· How will you name this brand offering? List at least two ideas.
· For the above 2 ideas, where will this new offering be placed in your existing brand
portfolio?
· What are the internal strengths and weaknesses you currently have for introducing these?
· Who would your competitors be?
Do you think you might have been better-off introducing this offering if you were the brand
manager of Raymond?